THE WORK

THE THINKING

A purpose built Facebook app that incentivised and encouraging user sharing by ‘upsizing’ the grand prize based on the number of competition entries. Added more than 10,000 new email subscribers and almost doubled Facebook Likes.

The campaign delighted existing and new fans with the chance to win an all-expenses trip to New York – with a twist! The final prize up for grabs was entirely dependent on the number of people that entered the competition. The more entries, the more deluxe the final prize became.

User sharing drove the campaign reach far wider than the small supporting media spend could achieve on its own.

SUMMARY

A purpose built Facebook app that incentivised and encouraging user sharing by ‘upsizing’ the grand prize based on the number of competition entries. Added more than 10,000 new email subscribers and almost doubled Facebook Likes from 22,033 to 43,270.

OBJECTIVE

The primary objective of the campaign was to grow the client’s email database for ongoing communication.

SOLUTION

Taking into account the primary objective, a Facebook-based campaign that drove interaction and growth across their entire combined email and social media community. Called Upsize the Prize, the campaign delighted existing and new fans with the chance to win an all-expenses trip to New York – with a twist! The final prize up for grabs was entirely dependent on the number of people that entered the competition. The more entries, the more deluxe the final prize became – encouraging and incentivising considerable user sharing of the campaign.

RECURRING INTERACTIVITY

A weekly prize draw, status updates and triggered emails propelled campaign engagement and recurring interactivity during the course of the 6 week campaign, while the user sharing drove the campaign reach far wider than the small supporting media spend could achieve on its own.